Manager Marketing

DEBORAH A. SULLIVAN

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NORTH EASTON, MASSACHUSETTS 02356

HOME: 508-***-**** CELL: 508-***-****

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SUMMARY

Energetic, creative marketing professional with proven results in marketing

strategy development, and execution of data-driven, multi-channel,

cohesive, B2B/B2C marketing plans and initiatives that generate revenue

from acquisition of new clients and increase retention of existing clients.

Key Competencies include:

( Database and Direct Marketing ( Strategic Client Relationships

( Driving Results

( Lead Generation ( Marketing Project

Management ( Account Management

( Retention Marketing ( Collateral Development

( Event Planning

( Agency Management ( Leading Teams

( Sales Reporting/Analysis

EXPERIENCE

UpToDate, Inc. (a division of Wolters Kluwer Health), Waltham, MA

2008-2010

Manager of Retention Marketing & Medical Group Practice Sales

Managed all retention initiatives for an individual subscriber base of

110,000+ medical professionals worldwide that utilize an online clinical

information resource at the point of patient care. Designed sales

strategies to acquire subscriptions from medical group practices and

developed new programs to increase retention rates, product usage and

renewal revenue.

( Increased overall subscriber retention rate to over 85% and reduced

gaps in subscription renewals; exceeded renewal revenue goal by $1.3MM

via online, email and direct mail campaigns.

( Increased sales revenue by 32% from group medical practices with

newly designed targeting strategy and sales process.

( Increased immediate subscription activation from 38% to 58% and

increased product usage by 75% among new subscribers with new outreach

initiatives.

( Designed a new renewal campaign strategy and process to reduce

marketing expense, increase timely renewals, and shorten the lead time

between outreach and subscription expiration date.

( Developed and executed online subscriber survey designed to measure

product satisfaction, identify potential issues, assess improvement

over time, and gather intelligence on the extent of overall EMR usage.

The resulting recommendations were used to enhance the product and in

EMR integration initiatives.

EASTERN BANK, Boston, MA

2002-2008

Direct Marketing Manager

Provided skilled, hands-on management for all marketing activities for the

commercial lending, business banking, corporate services, and insurance

businesses.

( Achieved average response rate of over 7% from highly targeted

direct mail and telemarketing lead generation campaigns.

( Managed vendor selection and led cross-functional team for new

marketing CRM database project from design through implementation.

( Exceeded attendance target by 23% for an event for commercial

prospects located in a new key market area designed to increase name

recognition for the bank.

( Developed print advertising campaign designed to build name

recognition and highlight expertise and extensive choice of carriers

for insurance affiliate.

( Designed marketing collateral for targeted industry segments and new

electronic cash management services.

HARTE-HANKS

1994- 2002

Manager of Client Services-CRM Services Group, West Bridgewater, MA (2001-

2002)

Managed client services staff that provided direct marketing programs for

financial, high-tech and healthcare client base, utilizing fulfillment, web-

based order entry, inbound teleservices, outbound lead generation/ lead

management and e-mail marketing solutions. Organically grew revenue of

client base, provided value-added strategic advice and recommendations to

maximize program ROI, sold print on demand and inventory management

solutions, and managed to established service quality metrics.

( Introduced and cross-sold database, direct mail and analytical

solutions to fulfillment clients.

Senior Relationship Manager-Database Services Group, Billerica, MA (1996-

2001)

Managed high level relationships with financial services clients using

various Harte-Hanks products and services, including marketing database,

predictive modeling, campaign management, and marketing automation tools.

Consulted with clients on the use of the marketing database and campaign

management tool to execute direct marketing programs. Focus was on value-

added strategy formulation and database development and utilization

initiatives. Maintained a high level of service to all clients.

( Cross-sold $1.7MM in Harte-Hanks solutions (direct marketing

strategy, direct mail programs, predictive models, creative services,

market research and interactive services).

( Managed joint development partnerships between two clients and Harte-

Hanks for behavior-based marketing application; integrated with

clients' marketing databases and core source systems.

( Successfully retained and expanded the overall relationships with

three major clients that were considering alternate options.

Account Manager, Billerica, MA (1994-1996)

Managed all day-to-day contact with client base and technical account team.

Worked with new and existing clients on design and content of marketing

programs that utilized database information. Advised on and implemented new

data sources, demographic and firmagraphic overlays and prospect list

purchases. Led all client status calls and facilitated involvement of and

receipt of deliverables from all internal Harte-Hanks resources involved in

any aspect of client accounts.

( Led projects for five major bank client database implementations

( Led projects for the design and creation of merger databases for

several clients

EDUCATION

Master of Business Administration, Marketing & Finance Concentration

Northeastern University, Boston MA

Elected to Beta Gamma Sigma (National Business Honor Society)

Bachelor of Arts, Political Science

University of Rhode Island, Kingston RI

PROFESSIONAL AFFILIATIONS

Member Marketing Professionals Network (MPN-Boston)

Member New England Direct Marketing Association (NEDMA)

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